1
Gather
Pull your name, your Google results, and your LinkedIn, Instagram, and website copy. The checklist below makes it quick.
Presence audit · For founders and personal brands
The Sniff Test. What a client, partner, or collaborator finds.
Before anyone hires you, buys from you, or partners with you, they look you up. This is what they find, and whether it earns the yes.
Companion to The Positioning Blueprint. Runs in Claude or ChatGPT.
Free · PDF
For founders and personal brands
Presence Audit · Vol. 01
The Sniff
Test
Test
What a client, partner, or collaborator finds.
DI//ONKeir Dillon
How it works
Three steps. About ten minutes.
2
Run it in Claude
Paste the prompt, drop in your surfaces, and run it. It reads your presence and scores it right in the chat.
3
Get your report
A scored audit, the single highest leverage fix, a branded report you can download, and a plain black and white version for printing.
The Premise
You are looked up before they say yes.
Trust gets decided before the conversation, in every field. Think about your own behavior. The last time someone recommended a person who actually mattered, a contractor, a designer, a coach, a doctor, did you book them before you looked them up? You looked. Everyone does. That search is the real interview.
A referral gets you considered. It does not close anyone. You were recommended for a reason, some version of what you are known for. The person takes that reason and quietly checks it against everywhere you show up. If what they find confirms it, and the proof is right there, the yes gets easy. If what they find is generic, scattered, or strangely empty of evidence, the referral quietly cools and you never know it happened.
The bigger the decision, the harder they look. A fractional exec, an agency on retainer, a wedding photographer, the more it costs to be wrong, the more diligence they do, and the more they need to see proof before they commit.
Where the sniff test happens
Four surfaces. One verdict.
It doesn't happen on a single page. It happens across four surfaces, in about four minutes, and the viewer blends them into one feeling. Most people have never looked at all four together as one system. The person deciding always does.
01 · Google
The first move
They search your name. Whatever owns page one owns the story, whether you chose it or not.
02 · LinkedIn
The credibility read
Your headline and About either say the one thing you want to be known for, or read like a generic resume.
03 · Instagram
The proof read
Where people see your work, your results, and your clients in public. For a personal brand, this is often where the yes is won or lost.
04 · Website
The deep read
The surface you fully control, and where your proof should live. A generic or evidence-free site is the most expensive miss of the four.
What a coherent presence requires
Five things have to be true.
Run every surface through these. The audit prompt below scores each one for you, but read them first. They are the standard the whole tool is built on.
01
Coherence
The same person shows up on every surface, all pointing at the one thing you want to be known for. The fastest way to fail is to be three different people across three different platforms.
02
Differentiation
Swap your name for a competitor's. Does your copy still read as true? If it does, you're invisible. You wrote the words anyone in your field could have written. What you want to be known for has to be unmistakable, not implied.
03
Narrative Control
When someone searches you, do you own the story, or does the algorithm? Page one should be the narrative you'd choose, built from what you made and the proof you earned, not whatever happened to surface.
04
Proof
Visible evidence that you do what you claim. Here is the good news the regulated world doesn't get: you can show all of it. Testimonials, results, case studies, named clients, numbers. The failure is hiding it. Read the note below.
Proof · your advantage
Lead with proof. You are allowed to.
This is the one place a financial advisor would envy you. No marketing rule, no restriction on testimonials. You can name clients, show results, post the case study, quote the praise, put the number on the homepage. So the failure flips: it is rarely saying too much, it is hiding the proof you already have out of modesty. Gather your receipts and put them where they get looked up.
05
The Sniff Test
The net effect. If someone was sent your way for a reason, and spent four minutes verifying, would they come away more convinced or less? This is the score that decides whether the yes happens. The other four are the reasons behind it.
Before you paste
Gather your surfaces.
Five minutes of collection makes the audit ten times sharper.
Your name, exactly as it appears publicly
Including any title or business name you actually go by.
Your Google results
Search your name. Copy the top result titles, or screenshot page one.
Your LinkedIn headline and About
The full headline and the entire About section, pasted as written.
Your Instagram or main social
The bio verbatim, plus a one-line description of your last six posts.
Your website homepage
The main headline and first paragraph. No site? Write "none." That is itself a finding.
What you want to be known for
In one sentence, and to whom. The benchmark everything is measured against. If you can't say it, that is the first finding.
The tool · Two passes
Run it on yourself.
Gather your surfaces with the checklist above, then paste everything into Claude (preferred) or your LLM of choice. Pass 01 scores you, names the single highest leverage fix, and builds you a branded report to download. Pass 02 rewrites your weakest surface. Run it in the same conversation so the model keeps the context.
You are a brand and presence auditor. Whatever I do, before someone hires me, buys from me, partners with me, or follows me, they look me up. They check Google, LinkedIn, Instagram, and my website, and they blend it into one fast judgment about whether I am the real thing. Be direct. I would rather hear it now than lose the client, the deal, or the follow later. Here is everything someone would find when they look me up: - MY NAME: - WHAT I WANT TO BE KNOWN FOR (and to whom): - WHAT I DO OR SELL: - GOOGLE (titles/snippets for my name): - LINKEDIN (my headline + About): - INSTAGRAM OR MAIN SOCIAL (my bio + a description of my last 6 posts): - WEBSITE (my homepage headline + opening copy, or "none"): STEP 1. First, get clear on what I want to be known for. If I have not made it obvious above, ask me one question, "In one sentence, what do you want to be known for, and to whom?", and wait for my answer before scoring. Everything is measured against that one thing. Then audit me in writing, here in the chat, and score each dimension 1 to 10 with a one-line reason: 1. COHERENCE - same person on every surface, all pointing at the one thing? 2. DIFFERENTIATION - swap my name for a competitor's. Still true? Then I am invisible. 3. NARRATIVE CONTROL - do I own page one, or does the algorithm? 4. PROOF - testimonials, results, case studies, numbers, named clients. I CAN show all of it, so the failure is hiding it. Tell me where my proof is weak, missing, or buried. 5. THE SNIFF TEST - after 4 minutes, would the right person be more convinced or less? Then give me THE VERDICT (one paragraph, do I pass today?) and THE ONE FIX (the single highest-leverage change, not a list). STEP 2. Then build a branded report as a single downloadable HTML file titled "The Sniff Test," using only what is in the audit above. Include my name and the date, a composite score out of 50, the verdict, the five dimensions each with its score, a thin score bar, the one-line reason and a Next Step, and a dark One Fix block. Style it: parchment background #FAF8F0, near-black ink #211D18, cognac accent #8C6840, display font Cormorant Garamond, body font Inter, square corners, hairline rules, small-caps labels, no em dashes. Add an @page Letter rule, print-color-adjust exact, break-inside avoid on each block, and a fixed "Save as PDF" button that prints cleanly and hides on print. STEP 3. If you can run code, also render that HTML to a true PDF with the fonts embedded and give it to me as a download. STEP 4. Also give me a plain, text-only version of the whole audit that is easy to share or print. If you cannot create files, do the audit as text, then paste the report HTML in a code block so I can save it myself, with the text-only version below it.
Tip: screenshot your Google results page and paste the image in too. The model can read it.
Using the audit you just ran, rewrite my weakest surface so it passes the sniff test. What I want to be known for: [paste it, or the one line you confirmed above]. Rewrite [ my LinkedIn About / my Instagram bio / my website headline ] so it: - says the same thing as my other surfaces (coherence), - could only be me, with no line a competitor could claim (differentiation), - makes what I want to be known for unmistakable in the first two lines, - puts my strongest proof right up front, a result, a name, a number, a testimonial, - sounds like a person, not a brochure. Give me two versions, one tighter, one warmer. Then tell me which you'd pick and why.
The root cause
If the surfaces don't match, the leak is upstream.
When the audit says your presence is incoherent or undifferentiated, the instinct is to go fix the copy. Sometimes that's enough. Often it isn't, because there was never a single thing you decided to be known for. You can't make four surfaces say the same thing until you've decided what that thing is.
The two tools are a sequence: decide, then prove.
First
The Positioning Blueprint
Pick the one thing. Pressure-test it until it holds. The three-pass system that turns "I do a bit of everything" into a position only you can own.
Get the blueprintThen
The Sniff Test
Make every surface say the one thing you committed to, put your proof up front, and verify the right person would trust you before they reach out.
You are hereThe honest claim
This won't build your reputation for you.
It tells you the truth about the one you already have, before a client does. The work of becoming someone worth recommending is still yours. This just makes sure that when the referral comes, your presence confirms it, and your proof is right there, instead of quietly talking the person out of reaching out.
Get the audit
Want me to run it with you?
Comment AUDIT on the post and I'll send the full Sniff Test (this page, the PDF, and both prompts) straight to your inbox. Or take it now.
Free · the full audit, both prompts, the checklist